How does a mouse illustration become a sales driver? For the reopening of the Gorfion family hotel in Liechtenstein, we developed a brand character: Mr. Gorfion, the “secret hotel manager” who enchants guests and shapes the hotel experience.
This article shows in a nutshell how a character development became a 360° brand world – from a plush prototype to a walking act to an in-house song – and what measurable added value this story has created for the hotel.
The birth of Mr. Gorfion
In 2016, shortly before the reopening of the Gorfion after extensive renovations, the agency pitch was to develop a new logo. But we wanted more. Instead of just a logo, we worked with illustrator Maria Karipidou to create a character – a mouse who now strolls through the hotel as the “secret hotel manager.”
This laid the foundation: a story that extends from the lobby to the children’s paradise – and remains in the memories of guests, young and old alike.
From scribble to star
The first sketches showed a friendly mouse in a tailcoat, with a waistcoat and an unmistakable smile. Black and white or in color – it worked! Everyone who saw it immediately took the newborn mouse to their hearts. The final design quickly turned into a plush prototype, which is still the hotel’s most popular merchandise item today.
But it didn’t stop there. Mr. Gorfion gradually conquered the entire hotel:
- He has his own home under the reception desk, where children can look for him.
- Signage & print: signposts, menus, and brochures bear his .
- Walking act & plush toy – a two-meter-tall mouse to marvel at, a small plush mouse as a cuddly friend for at home.
- Wellness & children’s world: The Gorfion fountain bubbles in the spa, and he is everywhere in the play area – painting, crafting, playing.
- Song & dance: Mr. Gorfion performs his own song in the hotel show, making every evening a highlight.
How guests react
Petra Sternat, marketing manager at Hotel Gorfion, has been with Mr. Gorfion since day one. She says:
“I see with my son how much children internalize the Gorfion story. One evening he said, ‘Mr. Gorfion has superpowers. One minute he fits into a mouse hole and the next he’s sooo huge again!’ – he was talking about our walking act. For children, the character is real and alive.”
It is precisely this liveliness that makes the difference: children discover the hotel with shining eyes, associate special moments with Mr. Gorfion – and want to come back. Parents plan their next visit, guests enthusiastically tell others about it. This is how a character becomes a multiplier: for loyalty, reach, and brand value.
What we have learned
- Emotion counts: illustrations appeal to the imagination and create an immediate bond.
- The story comes to life: a character lives on in plush toys, walking acts, songs, and interior.
- Versatile: Whether print, digital, merchandise, or architecture – the character works in all media.
- Clear differentiation: A unique character gives profile and recognition.
- Organic growth: Guests themselves become narrators of the story.
- Business impact: Storytelling increases satisfaction, booking rates, and occupancy.
Mr. Gorfion shows how a logo assignment can give rise to a vibrant brand world. Illustration, storytelling, and character design are not minor details, but genuine business drivers. They create loyalty, differentiation, and enthusiasm—and turn a hotel into a brand that lasts.
This is exactly where ILLUS Hotels comes in: illustrations provide us with a platform for storytelling. Would you like to know how this could look in your hotel? Talk to us—we look forward to hearing from you.
